Download PDF | Downoads: 19
Abstract:The authors identify the main directions used in the communication strategy of enterprises – advertising, sales promotion, direct marketing and public relations (PR). The specific features of promotion of coal mining enterprises are identified, the predominant role of PR in the complex of marketing communications is established. The main directions of PR of the largest coal companies are defined, namely, intra-firm PR, sponsorship and charity, lobbying, organization of work with the media and publicity. The general features of PR-activity of production companies in social networks are considered and it is established that in modern conditions marketing communications in the industrial market are increasingly realized with the use of the Internet, including with the involvement of the opportunities of dynamically developing social networks. Quantitative and qualitative criteria for evaluating the effectiveness of PR activities of a coal company in the social network are proposed. According to the established criteria, the analysis of PR activities in social networks of leading Russian coal companies was carried out.
Keywords:b2b market ("business-to-business"), internet, PR activities of the coal companies, social networks
JEL-Classification: L86, M31, Q35
References (transliterated):Black S. (1989). Introduction to Public Relations London: Modino Press.
Dmitrieva N.V., Gabinskaya O.S. (2018). Marketing [Marketing] Moscow: Izdatelskiy Tsentr RIOR. (in Russian).
Nemchinova E.Yu., Morozova A.A. (2017). Sotsialnye seti v rabote PR-otdelov promyshlennyh predpriyatiy (na primere «VKontakte») [Social networking in the PR departments of the industrial enterprises (for example, "Vkontakte")]. Znak: problemnoe pole mediaobrazovaniya. (3). 161-166. (in Russian).
Piterova A.Yu. (2017). Otsenka effektivnosti PR: sovremennye tendentsii [Estimation of pr efficiency: current trends]. Elektronnyy nauchnyy zhurnal «Nauka. Obschestvo. Gosudarstvo». 5 (3). 185-192. (in Russian).
Popkova E.G., French Dzh. (2017). Rol sotsialnogo marketinga i piar v kontekste globalizatsii i integratsii sovremennogo biznesa [The Role of Social Marketing and PR in the Context of Globalization and Integration of Modern Entrepreneurship]. Voprosy teorii i praktiki zhurnalistiki. 6 (2). 204-217. (in Russian). doi: 10.17150/2308-6203.2017.6(2).204-217 .
Seitel F.P. (1992). The Practice Of Public Relations New York: Maxwell Macmillan.
Boris Martsinkevich Itogi rossiyskogo eksporta energoresursov za 11 mesyatsev 2018 godaInformatsionnoe agentstvo «Regnum». (in Russian). Retrieved April 24, 2019, from https://regnum.ru/news/2552558.html
Ilya Filatov Krupneyshie ugolnye basseyny Rossii: kharakteristiki i obyemy dobychi uglyaFb. (in Russian). Retrieved April 24, 2019, from http://fb.ru/article/180361/krupneyshie-ugolnyie-basseynyi-rossii-harakteristiki-i-obyemyi-dobyichi-uglya
SUEK – lider sotsialnogo razvitiyaSuek. (in Russian). Retrieved April 24, 2019, from http://www.suek.ru/media/news/suek-lider-sotsialnogo-razvitiya
Tarazanov I.G. Itogi raboty ugolnoy promyshlennosti Rossii za yanvary-dekabry 2018 gNauchnaya elektronnaya biblioteka «Kiberleninka». (in Russian). Retrieved April 24, 2019, from https://https://cyberleninka.ru/article/v/itogi-raboty-ugolnoy-promyshlennosti-rossii-za-yanvar-dekabr-2018-goda